The Online Trust Alliance (www.otalliance.org) announced that 56% of government websites and only 45% of major online retailers have implemented an email authentication system. This could spell major trouble in inboxes worldwide. Phishing scams, brand theft, and deceptive marketing tactics could essentially run amuck, spoofing emails from major government emails and respected brand names. Not only that, but companies that do not provide proper email authentication could suffer from customers losing confidence in their brand identity.
In an already tumultuous industry, often wrought with security issues (suppression list theft, forged email headers, and sometimes underhanded marketing schemes) this is a real threat the legitimacy of reputable companies trying to keep their names safe and their customers happy. The OTA is holding a “town hall meeting” on April 23rd to provide information on keeping email authentic. (https://www.otalliance.org/InternetTownHall.html)
Authentication is an important topic for any sender of commercial email because it can directly influence deliverability. As email authentication becomes a more popular, and even required practice, those not implementing it will suffer lower inbox deliverability and possibly lose reputability as a legitimate company. As new trends in email security rise, early adopters will reap the benefits. Authentication, in a variety of forms including md5 hash, which has recently become a requirement for ESPC members is essential for protecting your brand and protecting valuable consumer data.
